Main takeaways: -Learn about growth product management of all aspects, from acquisition, to activation, retention, engagement and monetization. -Learn successful product examples that you can apply to your product right away build up awareness of different growth tactics and be able to continuously expand your growth knowledge by yourself

1. www.productschool.com
Growth PM: How to Grow Your Product by
LinkedIn Product Leader

2. CERTIFICATES
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3. Corporate
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4. Free Product Management Resources
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5. How to Grow Your Product as a
Growth Product Manager
Grace Wang - PM at LinkedIn

6. A B O U T M E
Hello, I am Grace Wang
● Product @ LinkedIn
○ Consumer growth, Subscription growth
● Product @ Vevo
● Strategy consulting @ Accenture
● Learner, yogi, meditator, traveler, reader

7. A G E N D A
2.
1.
Define growth strategy
Define your growth metrics
4.
3.
Build various growth loops for your growth system
Apply growth tactics
How to grow your product

8. What’s in scope today? What’s out of scope today?
● Growth via product
● Acquisition
● Retention
● Growth via marketing
● Monetization

9. What is Growth?
Get the largest
audience to
experience
your product
Get users to
experience
core value as
quickly as
possible
Get users to
experience that
core value as
often as
possible
Building Core Value
Core Product
Management
Growth Product
Management
Success of
Business
Success of
Customers

10. Define North Star Metrics
Growth teams’ topline metrics should be companies/products’ north star metrics
- Align with the success of your business
- Measure values provided to users
- Is summable so that it can be moved and tracked
Time spent listening Number of nights booked Monthly active users

11. Define Other Growth Metrics
Growth team can also have other operational metrics that are highly correlated with
top-line metrics or even have causal impacts to the top-line metrics.
Time spent listening
Example
New listener
Monthly active listeners
Songs/episodes played
Time spent per MAL
Churned listener

12. ● Growth strategy could be different at the different stage of the product life cycle
○ Acquiring new users (acquisition) -> Improving frequencies (retention)
○ Different stages could even have different acquisition strategies
Stage 1: Virality within companies’ R&D
departments
Stage 2: Virality between departments, but
still within the same companies
Stage 3: Virality among companies
Define growth strategy
Example

13. Apply growth tactics

14. Apply growth tactics - Acquisition
Acquisition Common Tactics
SEO & Guest Page OrganicViral Loops Incentivized Viral Loops

15. Acquisition: SEO
LinkedIn’s result is shown up as the 3rd search result Amazon’s results are shown up as the top 2 search results after ads
Any core values of your product can be optimized for SEO.
Apply growth tactics - Acquisition

16. Acquisition: Guest Page
Pinterest
Guest landing experience is the lever to drive signups. It is important to balance between providing values
and adding frictions to drive signups. Consider hiding core actions behind the wall.
Scroll to
see more
ideas
Sign up to
get more
ideas
Twitter
Log in or Sign up to follow
Apply growth tactics - Acquisition

17. Acquisition: OrganicViral Loop (1 / 2)
Users are intrinsically motivated to invite others to use your products without any incentives. It is
common to see this tactic in social, communication or collaboration products
Address book import
Snap LinkedIn Clubhouse
Apply growth tactics - Acquisition

18. Acquisition: OrganicViral Loop (2 / 2)
Users are intrinsically motivated to invite others to use your products without any incentives. It
is common to see this tactic in social, communication or collaboration products
Sharing files with others
Dropbox
Apply growth tactics - Acquisition

19. Acquisition: IncentivizedViral Loop
Get and Give $$ when you invite a friend
Invite a friend and get a free stock
Uber Eats
Robinhood
Incentives need to be 1) aligned with the core product values and 2) meaningful for both senders
and receivers.
Apply growth tactics - Acquisition

20. Apply growth tactics - Retention
Retention = Activation + Engagement + Resurrection
Source: Reforge - Growth Series
Retention is the output

21. Apply growth tactics - Retention
Pinterest
Ask location & language to find local
content for you
Ask about your interests to
personalize your feed
Activation Common Tactic: Onboarding Flow
Pinterest’s note to help users
experience the core value
Find inspirations of home decoration
-> Search on Pinterest
Ask users to conduct actions
to set up the core value prop
Help users to experience the
core value prop for the first
time
Help users establish the habit
around the core value prop

22. Apply growth tactics - Retention
Tips for design activation
Think through
1. What habits do you want users to build?
2. What core values do you want your users to experience?
3. What shall users do to experience the core values after
they sign up?

23. Apply growth tactics - Retention
Engagement Common Tactic: Notification
Instagram built engagement loops via
likes, mentions, comments, etc
Tips for design notifications
● Notifications are just the levers to reach your users. The key is to build an end-to-end experience that truly
addresses user needs.
● It is important to send notifications via the right channels (email, push, in-app, text msg) and with the right
frequency.
LinkedIn send notifications about daily news, jobs
alert, news of companies you follow, job changes of
your connections, etc
Twitter built engagement loops
via new activities from people you
follow

24. Apply growth tactics - Retention
Engagement Common Tactic: Membership & Rewards Programs
● Membership program requires provide extra values to your users. These values must be compelling enough for
users to sign up. It can be used to turn your infrequent users to frequent users.
● Rewards program provides incentives for users to come back to continue using your product, especially when they
also have other alternatives
Uber Eats Pass & Uber Rewards Amazon Prime

25. Apply growth tactics - Retention
Resurrection Common Tactic: Winback Promos
Lyft Winback Emails UberEats Winback Emails
Provide promotions to infrequent users to drive them to back.

26. Apply growth tactics - Retention
Resurrection Common Tactic: Reactivation
The reactivation experience is the key for dormant users since you want users to reestablish
the habit.
Chinese app, Red, ask users about their
latest interests again to personalize their
feed when they come back
Farmville: Users can reset and clean up their
farms when they come back to the game

27. Apply growth tactics - Retention
Tips for design resurrection
1. Understand why users are leaving
1. When reach users, provide values that are aligned with those reasons
2. Reach out to users at the right time with the right channels (e.g. emails,
push)
3. Design reactivation experience for dormant users

28. Build various growth loops for your growth
system

29. Loops are better than funnels
Funnels Loops
Compounding effect: output becomes input and
generate more growth
Create functional silos and incoherent
user experience
Source: Reforge - Growth Series

30. Growth Loop Example
Instagram conversation loop drives engagement and retention
Influencers
Friends &
Families
Create Content
(Stories, Post, Reel)
Followers comment,
mention, reshares, etc.
Followers are
notified
Notify posters

31. Build various growth loops for your growth system
Acquisition SEO
Loop
Engagement
Notifications Loop
Acquisition Organic
Viral Loop

32. 2.
1.
Define growth strategy
Define your growth metrics
4.
3.
Build various growth loops for your growth system
Apply growth tactics
How to you grow your product
S U M M A R Y

33. Thank You!
WWW.PRODUCTSCHOOL.COM
If you have any questions, reach out to me at
grace.yayun.wang@gmail.com

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